Xcel Energy

Challenge

Energy and environmental responsibility go hand in hand these days. Xcel Energy provides power and gas to more than 5 million customers in eight states. To share the story of the company’s extensive but under-reported environmental commitment, and to get ahead of a proposed clean-power plan from the EPA, Xcel called Padilla to create a plan and kick it into action.

Solution

Padilla assisted Xcel with announcing its 10th anniversary corporate responsibility report – a report that didn’t just meet the EPA’s proposal, but exceeded it. 

The announcement detailed 10 years of Xcel's clean energy practices, and outlined future goals of further reducing carbon dioxide emissions by 31 percent by 2020. In addition, Xcel will boost renewable resources to 27 percent of the company’s energy mix while cutting nitrogen oxide and sulfur dioxide emissions by more than 60 percent by 2020.

Results

In less than three weeks following the announcement, message-rich stories appeared in more than 60 targeted regional and national print and broadcast media outlets, including Bloomberg, The New York Times and CBS News, with a reach of more than 129 million readers.